Awaylee, a brand that plays with juxtaposition, was inspired by the designer's experience as an advertiser professional as well as a fashion editor. Her rich experiences give her a unique design style and business acumen. The design of Awaylee reflects the mixing of elements: retro and vanguard; handmade and techno; sweet and tough. Her aesthetic is instantly recognisable—a thinking girl's exploration of light and dark, opaque and translucent, old world and new.